MGMA01H3 Lecture Notes - Lecture 3: Operant Conditioning
Document Summary
Week 3"s class was all about consumer behaviour and its importance to marketing. I learned that there"s two main parts to consumer behaviour. One is consumer characteristics and the other is the consumer decision making process. Consumer characteristics comprises of all the things that make us unique whether it"s our cultural background, beliefs, attitudes, education, or our lifestyle. Marketers use the term demographics to separate people into different groups based on income levels, education, gender and age. Marketers need to understand these things for each kind of group based on their particular demographics. Consumer behaviour is the consumer decision making process. This aspect is about things that we have in common. As i stated in response to the professor"s class, human beings learn through observation and based upon our experiences and the official term for that is operant. We also spoke about what influences consumer"s choices and motivates them to make purchasing decisions.
